华为企业身份建构的话语策略研究

A Discursive Strategies Study of Huawei’s Identity Construction

摘要: 本文以华为企业2021年年报为语料，采用话语——历史分析法，从话语策略入手，探究华为企业身份构建的话语策略实现方式及语言特点。研究发现，华为在企业年报中，主要运用了所指或提名策略、谓语指示策略、论辩策略、视角策略以及增强/弱化策略。其中，所指或提名策略构建了华为与员工、合作方关系密切，具有亲和力的形象。谓语指示策略揭示了华为主动、进取的行事风格。年报中使用的论辩策略彰显着华为严谨、务实的形象。同时华为也通过视角策略，引述公司权威人物话语，传达出公司一往无前的自信心。华为通过增强、弱化策略构建了华为沉着冷静、灵活调整的企业形象。华为企业通过这些话语策略，建构了企业群内身份，塑造了具有亲和力、社会责任感强烈、坚守公司愿景和使命的形象。

Abstract: This study takes Huawei’s 2021 Annual Report as the research object, adopts Discourse-historical approach (DHA) as the theoretical framework and explores the realization methods and language features of discursive strategies for Huawei’s identity construction. The study has found that several discursive strategies have been used in Huawei’s Annual Report, namely strategies of reference, prediction, argumentation, perspectivation, intensification and mitigation. Among them, Huawei utilizes strategies of reference to build the image that it has close affinity with employees and part-ners. The strategies of prediction reveal that Huawei usually takes actions in a proactive manner. The strategies of argumentation used in the annual report reflect Huawei’s image as a rigorous, pragmatic company. Meanwhile, citing the utterances of the top leaders, Huawei also displays a sense of strong and firm confidence through strategies of perspectivation. And Huawei constructs a calm and flexible corporate image by virtue of strategies of intensification and mitigation. Through these discursive strategies, Huawei has constructed its in-group identity, and created an image of affinity, strong sense of social responsibility, and adherence to the company’s vision and mission.